New SEO Strategies: 3 Steps To Perfect SEO Content Creation Ep. 552

I really like that intro. Hi, and welcome to the SEO podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, one of the owners of EWR Digital. And my name is Matt Bertram. I'm your digital strategist for this, let's say, 20 minutes. I don't know. Yeah, this will probably be a short podcast because, Matt, you're feeling a little under the weather. I don't even need to ask you how you're feeling because people will hear you and go, oh. I will try to mute it. Anybody that's listening to this podcast, if you have it turned up really loud, I'm going to try to mute it, so I apologize. He's going to try and mute during coughs, not while he's actually delivering value. Again, welcome back to another fun-filled edition of the podcast. We're excited. We're bringing you an article today, New SEO Strategies, Three Steps to Perfect SEO Content Creation. And what's really cool is this goes directly in line with our sponsor. So our sponsor is SE Ranking. And let me just, I'm going to touch on it a little bit, and then we'll talk about, it's really exciting. They've come out with a new content tool. So that's extremely exciting. What is it? It's the AI content tool. And we're going to get into a little bit more details. But for now, you're like, SE Ranking, what exactly is SE Ranking? Well, the bullet points are, it's obviously related to search engine optimization and reporting. And now there's a new tool about content, AI content generation. The summary is, it's good and it's cheap. It's professional and it's easy to use. It has lots of tools, but each of them is good enough to sell independently, including the new one. And you might not know about it, but it has lots of industry awards and a superb user rating. They have given our listeners a 30-day free trial. The typical free trial is 14 days. All you need to do is go to bestseopodcast.com forward slash SE Ranking, and that will take you

so you can get your 30-day trial. I'm also going to read a testimonial that we got. This one is from Engaging Muscle Massage. It says, you guys shared some phenomenal content in this episode. By the way, this was posted a while back, so we don't know which episode it was. But it doesn't matter, because we do, in fact, share phenomenal content in each episode. There is so much great info on SEO that I can see myself watching this episode multiple times. It's actually Engaging Muscle Massage. Why don't you hit us up and let us know what that one is? We might, you know, I don't know. We might boost it or something. Chris, there's this, like, new thing. I don't know what it's called, but you, like, wear it, and then it, like, vibrates, and then you, like, lose weight. It's, like, the whole vest. One of my friends, she's starting to sell it. I don't know. So I guess that's what the movie stars do. I don't know. That's such a great line. I guess it's what the movie stars do. Moviestarsuseit.com. Actually, that's probably taken. All right. So I think we should jump right into this article. This is an interesting article. First time we've covered an article like this. This is an article by Heather Campbell, and she was actually a moderator on a webinar that Carlos Meza was putting on the webinar, and he's with Crowd Content. He's the president and CEO. Again, new strategies, three steps to perfect SEO content creation. Got a question. Got to start off good content with a question. Are you forward-thinking in your approach to search marketing? When was the last time you updated your content strategy? With Google's ever-changing algorithm, your SEO tactics must continue to evolve. That's true. And we'll talk about that as we go through this article. Gone are the days when businesses could rank on Google simply by pumping out generic, keyword-stuffed materials. Oh, how I yearn for it. Well, I'm glad those days are gone. Like, really. There's more

value now. Yeah. Honestly, a lot of the people that were just not adding value are gone. So I think it's great. Yeah. I do, too. What it does, okay, yes. So it makes SEO a lot harder and a lot more intricate. And it makes the searches that we do for our own personal purposes actually significantly better. So again, Heather says, I moderated a webinar with Carlos Mesa, Mesa president and CEO of CrowdContent. Mesa explained how to optimize your content for user intent and relevancy by using a meaningful content structure. She actually jumps right in and says, here's the key takeaways. Key takeaways. Use human-first content, focus on the user and how you can help. Ensure that your content leaves them with takeaways. By the way, you might be thinking, well, wait, aren't there, isn't there an AI content tool that they're talking about? Yes, and it fits with this perfectly. Next, topic clusters answer not only one question, but all the questions that the searchers might have. And three, tap into subject matter experts to increase your expertise, authoritativeness, and trustworthiness. Score, gain a competitive advantage, and upgrade your content. Now, she notes that content creation has changed over the years. In 2022, all of it has been focused on quality content with six out of the seven updates targeted towards content. So, content is just continuing to, it's becoming... Content is king. It's becoming king-ier. And distribution is queen. Yes. Who wears the pants in the family? All right. So, search engines are getting better at understanding content as humans would. They now put context into queries and sentences, punish keyword stuffing, analyze the holistic meaning of a query, look at the meaning slash scope of whole paragraphs, and leverage NLP and AI to predict information people want. And, you know, if you're of any ilk that was like, oh, AI content can't be of any value, you got to think that AI is being used to process the content post-content, right? Like, so Google's algorithms are driven by AI. So, there's probably a

role that AI can have on the front end. By the way, it says leverages NLP and AI to predict information people want. And I always think of NLP as something, I think, different than you. Matt, do you know what NLP stands for? I bet, Chris, you're going to talk about dating strategies. I know you're going to talk about dating strategies. I would just tell you that AI writes better than me. Like, I mean, the articles are awesome. Yeah. So, I mean, if they're not there yet, like, watch out. All I can tell you. Watch out. Yeah, they're just going to continue to get better. So, for me, and you're not far off the mark, NLP is Neural Linguistic Programming, right? So, how with linguistics can you program somebody's mind, including your own? It's a big self-help to actually also falls into the dating tool. So, Chris, in the paid version we're going to put on iTunes, right? Like, after the green room, which we need to associate it with this podcast in some way so people can find it. Yeah. I think you should share some of your dating tips. I believe you landed your wife with them, right? And she's gorgeous. Yes. Yeah. Good job. We'll talk about that in formerly known as the green room. We have to take notes, right? Because we needed to wrap up something from the last one and kind of revisit it. And I don't remember what that is. Maybe you do. I had a great time just like talking like if we go off on crazy tangents and we were supposed to go out for beers after this, but I was sick. Yep. Yep. Boo. We'll get it next time. So, yeah, we'll talk about NLP and kind of dating strategies and dating impact. In this case, NLP stands for Natural Language Process, right? And so this is how the computer's leveraging natural language processes. All right. So what to do now is like, what is the focus? What should the focus now be? This is what

Carlos talked about in his webinar, right? For humans. Like, unfortunately, over time, we became too technical in SEO and forgot that the content we produce is supposed to serve a purpose for humans. I will have to say that on this podcast, we have never forgotten that. We have actually continually said if you provide a good experience to the Google user, Google will look favorably upon you. Writing for humans means producing high-quality content. Here's how it's done. Again, we're going to talk about three factors to consider when writing high-quality content. Factor number one, empathetic, people-first content. Humans respond to narratives, stories, brands, and information. And so do search engine algorithms who are trying to figure out how to present the best possible information that humans will enjoy. So you need to make sure that you start with intent, the why, as you're kind of putting together your content strategy. Focus on the who. Who are you writing this for? Personalize the content. So speak in the language the who that you're writing to would actually be interested in hearing. So maybe not too scientific or maybe too quote-unquote too scientific for the right audience. Let me put a frame on this. So I think this is absolutely important. You need to understand what micro moments you're hitting. But I would wrap it in where in the customer journey are they, right? Upper funnel, mid funnel, lower funnel. You're going to have different keywords targeting different areas. And, you know, if you're going after a certain topic, you need to understand what things they're interested in, what things that they might be searching for, and then figure out where that place is to drive that content to create, you know, like to understand where your content holes are. Because what you ultimately want is you want somebody to, at every stage of the buying process, them to stumble on your content. Because over time, if they keep seeing your stuff, that's why I think even running AdWords when you're doing SEO, like you're showing up more times

on the page, so they're more likely to click on it as they move down the page because there's a bias associated with, I already know what this brand is. It's just like if you listen to this podcast and you saw our stuff online, there's a more higher likelihood you would click on content that we've created. And so that's ultimately what you're trying to do. It's not like a home run with every piece of content. It's like, where are you wearing it? Yeah, and not only are they more likely to consume more content, they're more likely to actually do business with us because they've been exposed to us before. So absolutely. All right, so that's personalize the content, tell stories. We really do, I mean, one of the greatest things about a story is that it absolutely shuts off your sales alarm, right? If somebody comes in and is like, I got to show you all the features of this thing, it's amazing. And you're like, your sales alarm goes up, like, I'm probably, I don't want to buy it, like, oh, it's going to be too expensive, I'm not interested, oh, how do I get out of this? But if somebody says, let me tell you a story, how I was struggling with search engine optimization, and I found this company that helped me with very specific tactics. Chris, keep going, I'm interested. Yeah, exactly, exactly, more to, more to come later. All right, and then make it readable and user friendly, right? So again, that really goes to writing for your target. You don't want to be too technical if you're really appealing to maybe C-level. You want to be technical enough so that they understand you know your stuff. So yeah, make sure that you make it. Hold the phone, or hold the microphone. Hold the microphone. I explained to an executive, a CEO of a large company what digital marketing was the other day. And that was a conversation I had to dust my training textbook brain off of and say, all

right, how do I frame this up and explain this in a way of why digital marketing is important and what the capabilities of, let's say, SME are, right? And it literally blew his mind, everything I was saying, and I was just like, how do I simplify this? And I think that a lot of people just in general don't think about why they click on the things they click on and they see the things in the search that they do and all the activity that's going on to produce that. And that's actually like on social media driven by a ton of AI, right? Algorithms to see, to keep you on the platform more. And certainly Google is in that game with YouTube and other ads. I mean, they want you to just keep clicking on ads all day long and stay on the searches. So that's like zero search and all that sort of stuff. So I just think that it's really important to be aware of why is that stuff showing up where it is and understanding how all this works, I think, just to be an educated consumer as well. so. Yeah, yeah, I agree. I think, you know, it's one of the damning things about being a marketer is that really once you're a marketer, you can just never look at ads and just enjoy them as they are. You're critiquing them, they're like, oh, this is a good ad because this ad could be better because, and I think most people go through life and they're just like absorbing the content and not being critical about, you know, why is this working on me? Why was it, and with digital marketing, why am I even seeing this? Because there is probably a reason. Well, yeah, these social media platforms, certainly, I looked up somebody on LinkedIn and then they showed up in my Facebook feed, right, like literally the next day and so that was not by coincidence. Yeah, yeah, there is a reason. By writing people first content, you stay aligned

with Google's narrative, that great content is the best way to protect yourself from updates and that just goes back to provide a great experience to the Google user and Google will look favorably upon you. All right, so that was number one. Number two, again, three steps to perfect SEO content creation is topic clustering. Topic clusters are resources that answer all the questions around a particular topic. Is it some of the questions? Well, it depends. Like if it's a really broad search, a broad topic, you might not be able to answer them or you might release a piece of content before you've answered all of them, but topic clusters are really, hey, it's a topic we want to answer all the questions. So focus on topics and not keywords. Now, this doesn't mean keywords don't matter. It just means keywords should be within the topic cluster, right? So what you're focusing on inside of that topic cluster does matter and is still keyword generated. Topic clusters are great for future proofing SEO, scaling SEO strategy based on topics, internal linking, attracting backlinks, increasing web engagement, and increasing conversions. And I know Matt's going on the screen here running through the content AI tool. and look it's Clusters. Yeah, I love the mind map, right? Like, boom, SEO podcast. And that looks, it really looks like, again, this is inside the SE ranking tool. It really looks like ask the public, right? I think if you're in SEO, you may be familiar with ask the public, which is kind of a mind map of around a particular subject. What's the cluster around this particular subject? Yeah, it used to be this creepy guy, and now it's a robot. Now it's a creepy robot. Yeah, but I would say, look, there's all these paid things, right? And certainly having a tool that everything's in one, that's, I think, where everyone's going. So you start using one tool, you can cross-reference stuff. That's one of the advantages of using this. But I've been playing around with this, looking at

the clusters, there's an idea finder, there's a content editor, depending on your level of service. You can write so many articles where API calls and helps you write it. But it's fun. It's fun to go around and play with. And again, there's so many different tools that SE Ranking does. I've been playing with a lot of them and people on the team been showing me different stuff. So it's been cool. rapidly becoming the go-to tool. Factor three, subject matter experts. So a subject matter expert has highly specialized knowledge of a particular industry or field. And I added this caveat, or at least you've managed to make Google think that that's true. Having an SME, subject matter expert, on board your content has advantages. They can, those experts can improve each score, right? And that's what authoritativeness, expertise, and trustworthiness. A must-have, especially for YMYL content, your money and your life content. They can also give you a competitive advantage. That's probably more just on the credibility and conversion side. They can build trust. They make content unique because it's that unique expert who's tied to your content and provide more organic opportunities for backlinks. People are going to want to link to that particular expert. So, really good. And those are the three factors. We told you this was going to be a short podcast. There is a note on artificial intelligence because this was discussed by Carlos and Heather as the moderator. Is AI good or bad for content? It depends on how you use it. And this is really where, and Matt's kind of jumped the gun a little, where we're talking about the things that are available in this SE ranking content tool are really what they're suggesting the AI tool should be used for. So, AI is a tool to help writers be more productive, overcome writer's block, and create outlines. They say AI will not replace 100% of what a writer can do, unless Matt has already admitted, unless that writer's Matt, then it can replace 100% of what he

does. It replaced me a long time ago. We replaced me a long time ago with actual content writers. We actually just hired another content coordinator today. I'm feeling really good about our content. Clients are really happy with what we're producing. Content is super important. It drives the train of SEO. and we have been starting to layer in SEO content and it's awesome. So, there's certainly certain areas that we're utilizing it in and we're going to be adding in some more AI things soon. So, stay tuned. Yeah, and their point is it's best to proceed cautiously when using AI to create content. I think all they're really saying is make sure that there's a human involved. It's support content, right? Like, don't use it as primary content, use it as supporting content, however you use it. And also, it creates like great little summaries and posts and stuff like that, that it can pull on so much data to write something phenomenal. And then there's a bunch of different tools out there. I would check them out. Yeah, and so one of the things that they answer, there is a page that you can visit. it's seranking.com forward slash blog forward slash content dash tool. We'll probably put that in the show notes. Yeah, that was a good, actually, let me drop that article in the, in the chat right now. And then, so one piece that they talk about in that is like by rolling out a new content module, SE ranking yet again adds credence to its all in one mantra. Now you can really do all SEO related activities under one roof, including content management. And I'm sure I haven't had a chance to play with this particular tool, but they've already, we've already learned that they do a good job of helping a team communicate inside the platform. I'm assuming that applies here. There's no more, and here are the key points. There's no more time wasted switching to other tools, no hassle with customizing the platform to your needs, and no

need to go beyond your budget by purchasing multiple content solutions. Again, you want to try this out for 30 days. This tool is included in that 30-day trial. Just go to bestseopodcast.com forward slash SE ranking. Nice. I'm excited, Chris. Good job. Very cool. And if you guys have gotten any value out of this podcast or any of our previous podcasts, we are going to ask you to do a couple of things. What you can do is connect with us right now. We're kind of pushing forward with YouTube, Instagram, and TikTok, so please connect with us there. YouTube.com forward slash bestseopodcast, Instagram.com forward slash the bestseopodcast, and then tiktok.com forward slash the at symbol bestseopodcast. Please connect us there. So, Chris, on the analytics, we're blowing it up on YouTube and only 18% of people that listen subscribe. Only 18%. Yeah. So, if you're listening to this and maybe this needs to be cut into a short, right? If you're listening to this, make sure that you subscribe and click that notification bell so you get notified when this content comes out because we have, we know lots of you are consuming content, make sure you subscribe and click the notification bell. Yeah, yeah, yeah. And hey, if you would like to grow your business with the largest, simplest marketing tool on the planet, the internet, you do EWR digital for increased revenue in your business. Once you get to EWR digital.com in the upper right corner, click the free consultation button and schedule a time that works for you. You will get value out of that, some of our reviews that are in the analogs of our reviews are related just to that free consultation, how much value they've gotten out of that consultation. And Chris, I just want to say, end of the year, so we just hired another account manager, end of the year, I will no longer be in those one-on-one consultations. So if you would like to connect with me directly, I would encourage you to go sign up before the

end of the year to talk to me directly, and then next year, it will not be me. So again, go to EWRdigital.com and click the free consultation button. You guys have made us the most popular SEO podcast and one of the most popular internet marketing podcasts. Patif, to you, we really appreciate you. Until the next podcast, my name is Chris Burris. Matt Bertram. Bye-bye for now.